Marketing, advertising & media intelligence

Kiwi IT company Crossware sees global opportunity to get more companies making the most of the prime real estate at the bottom of their staff's emails.

The firm's email signature product is server-based software, built for Microsoft Exchange and IBM Domino, which automatically adds customised signatures to company emails.

It's designed for consistent branding and targeted promotions to specific recipients, and can include disclaimers, logos, graphics and banners.

Email signatures are a marketing opportunity many Kiwi companies fail to make the most of, says Crossware Mail Signature marketing manager Henry McIntosh.

"A lot of companies just don't have any branding in their email. It's a pretty big opportunity to promote your latest product or sale.

"Mobile is probably the biggest thing at the moment. When you send an email it just comes through with 'sent from my iPhone', or something similar. With our product the message from your phone comes through from your server and picks up all your branding as if you'd sent it from the office."

Crossware also sees a growing market in countries that legislate email disclaimers. The company has recently opened an office in London, where there are several major banks that need disclaimers in their email signatures, says McIntosh.

Customers can use the product to change branded creative for specific departments in their company, and one customer has sold advertising space in its email signature to third parties, he says.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Job of the Week

Latest comments

So they're taking a leaf out of Countdown's book and essentially putting products on price lockdown? Meh. Can't even remember the last time I went into a Warehouse but the latest ads with yellow backgrounds are frankly a very silly ...

I have been enjoying paperboy. At 50 years of age, I am not of the demographic target, but I still have a pulse. The harbour news went from dull to dead boring once the oldtimer who wrote the opinions section ...

Decline pitches from clients you know be shady or hopeless. If you don't you only have yourselves to blame. Same advice applies to film companies. If you don't like the smell of the brief don't pitch. Set some criteria for ...

Gold Sponsors

Silver Sponsors

Why we like it: The Warehouse is getting real about life's complications. Waiting for a sale can be frustrating and while retail ads often promote particular discounts, this shows a change in The Warehouse's strategy to offer low process every day. It puts the focus on the customer's needs rather than the products, and in turn, makes the retailer a strong competitor in the market.

Who's it for: Fresh by Work Communication and Eight

Why we like it: Who said toilet paper ads had to be boring? Dancing and toilet paper aren't typically associated but the combination of the two makes for quite an intriguing display. And beyond its promotion of the strength and suitability for sensitive skin, the spot is sure to make the toilet paper brand the one of choice for any toilet paper-themed costume parties.

Who's it for: Fire and Emergency NZ by FCB and Tom Sainsbury

Why we like it: Nothing says check your smoke alarms like a bit of cheeky banter between a barbecue and a smoke alarm. The reminder to check your alarms is not a new one, but getting it across with anthropomorphic household items certainly offers a fresh take on the important message. If this first effort is anything to go by, then Snapchat comedian Tom Sainsbury is set to become a staple in local advertising over the next few months.